Snyder’s Pretzels Save Gingerbread People: A Twist on Holiday Tradition

Snyder's of Hanover, the beloved pretzel brand under the Campbell Soup Company umbrella, has taken a playful and macabre twist on a longstanding holiday tradition with its latest campaign. In a collaboration with Saatchi & Saatchi, Snyder's encourages consumers to ditch the gingerbread and opt for pretzels when building festive houses, blending dark humor with a creative and engaging approach.

A Darkly Humorous Insight:

The campaign capitalizes on the eerie observation that gingerbread houses, mirroring the tale of "Hansel and Gretel," are constructed from the same material as the gingerbread people themselves. This darkly humorous insight forms the crux of Snyder's effort to shift the holiday focus to pretzel houses, providing a fresh and unexpected perspective on a classic seasonal activity.

Creative Provocation:

Dustin Tomes, Executive Creative Director at Saatchi & Saatchi, emphasized the campaign's uniqueness, stating, "When you think about it too much, essentially the houses are made of the same material that [gingerbread people] are. That kind of one-sentence insight is not something that you come across in every creative idea that you have." The challenge lay in resonating with a younger audience appreciative of such humor while staying true to Snyder's brand authenticity and tone.

Playful Execution:

The PSA-style ad, reminiscent of public service announcements, cleverly builds a moment of suspense before unveiling the campaign's lighthearted core idea. Puppeteering the gingerbread man in a blue-screen suit adds a modern touch to classic Christmas animation, creating a visually engaging and unexpected aesthetic.

Navigating the Social Landscape:

Snyder's and Saatchi successfully extend the campaign's reach with a dedicated website offering instructions and videos on building pretzel houses, showcasing both basic and intricate designs. Social media platforms like Pinterest and TikTok provide authentic, trend-savvy content, seamlessly blending with users' feeds to ensure the campaign doesn't feel like a traditional advertisement.

The TikTok videos, employing the platform's language and style, cleverly communicate the benefits of Snyder's pretzel cabins over gingerbread houses, adding a touch of humor and relatability to the campaign.

Snyder's "Campaign Trail" doesn't just offer a creative twist on a holiday tradition; it invites consumers to reconsider the materials they use in building festive houses. With a perfect blend of dark humor, authenticity, and creativity, Snyder's successfully navigates the fine line between brand standards and engaging content, making it a memorable and standout campaign in the festive marketing landscape. As the holiday season unfolds, Snyder's encourages everyone to save the gingerbread people and opt for a pretzel-filled holiday cheer.